Foundation For The Carolinas Brand Expansion Concept - Project Origami

Project Origami a concept for Foundation For The Carolinas

Rationale

Survey As a part of continuing effort to gain clarity on its value proposition, Foundation for the Carolinas deployed a 16question survey to FFTC stakeholders in 2016 Q3.

A total of 203 responses were received and tabulated.

Insight FFTC’s brand promise and value proposition are strong.

The product is great, but the current outreach, positioning and marketing should be significantly enhanced.

There is strategic opportunity to expand engagement to a broader and deeper set of constituents and stakeholders.

Activating to maximize return on this opportunity will mean devotion of resources to developing a strategy, tactics and a plan for turning FFTC “inside/out.”

Insight Nearly two-thirds of respondents indicated soft or little awareness of FFTC and its value proposition outside of those already engaged.

Building awareness of FFTC and its value proposition is a strategic opportunity for expansion.

Goals

• • • •

build competitive advantage broaden donor base bolster thought leadership create new relevance

How

Imagine… how many ways and platforms can be activated to unfold every facet of every FFTC investment, story and impact to organically expand reach?

Build a media platform Expand identity to include a thought leadership media platform, including new website built for dialogue, digital, social media and print publications, essays, video blogs and podcasts.

Broaden thought leadership

Identify and select key influencers, researchers, thinkers, catalysts, academics, entrepreneurs, activists and other civic leaders to permanently engage with FFTC and the community as FFTC Fellows.

Something like Aspen Institute meets Academie Francaise.

Convene at scale Re-design the FFTC Annual Meeting as a Davos-style, 2-day thought leadership convening to include workshops, discussions, key thought resources and announcement of community priorities.

Link the building to the idea Create confluence between the building’s growth and the emergence of new accessibility and relevance to a broadened base of support.

Project Origami a concept for Foundation For The Carolinas